The chapter stresses the idea that the integration between supply chain management and marketing is essential for the creation of value for customers. The chapter also develops an empirical analysis of how to implement an effective integration between marketing and supply chain management. The case study under analysis is Ducati Motor Holding SpA.
Bocconcelli, R., Tunisini, A., Creazione del valore per il cliente finale e Supply Chain Management, in Fiocca, R. (ed.), Rileggere l'impresa. Relazioni, risorse e reti: un nuovo modello di management, Etas, Milano -- ITA 2007: 259- 279 [http://hdl.handle.net/10807/14106]
Creazione del valore per il cliente finale e Supply Chain Management
Tunisini, Annalisa
2007
Abstract
The chapter stresses the idea that the integration between supply chain management and marketing is essential for the creation of value for customers. The chapter also develops an empirical analysis of how to implement an effective integration between marketing and supply chain management. The case study under analysis is Ducati Motor Holding SpA.
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